Researchon The Development Strategy Of FTX Chongqing Company’s Real Estate Advertising Business

Under the national policy tone of "housing instead of speculation",China’s entire real estate market has shown a downward trend.The upstream and downstream industries based on real estate are bound to suffer a heavy blow.In particular,the service industry that closely relies on the real estate transaction market will be deeply affected,such as FTX’s real estate advertising business.So in such a market environment,how should FTX real estate advertising business develop?Taking FTX Chongqing as an example,based on business strategy theory,Porter competition theory and other disciplines,this paper adopts various research methods such as literature research method,case analysis method,comparative analysis method,questionnaire survey method,and SWOT management tools to comprehensively and systematically discuss the development status of FTX Chongqing’s real estate advertising business such as products,revenue,communication effect,personnel structure of business department,sales strategy,incentive system,etc.and to show that FTX Chongqing has developed problems such as brand building,advertising products and services,communication effects,advertising pricing,and e-commerce contradictions,as well as many reasons for the problems,such as FTX Group’s top-level design confusion,insufficient product innovation,weak R&D technology,serious brain drain,and unreasonable allocation of e-commerce business resources.At the same time,this paper analyzes the macro environment,and concludes that the development of FTX Chongqing’s real estate advertising business is facing pain points such as China’s economic cliff-like decline,Chongqing’s real estate market downturn,and Chongqing’s population loss.But it is also in the era of policy support to promote the virtuous cycle and healthy development of real estate,the rapid development of the Internet,and the vigorous rise of a new round of scientific and technological revolution and industrial revolution.And after the analysis of the competitive environment,it is realized that the existing competitors in the industry Anjuke,Leju and potential competitors Douyin real estate short video advertising,We Chat moments real estate advertising,shell house search are catching up or rising,the development of FTX Chongqing company’s real estate advertising business will face the increasingly fierce competition in the Internet + real estate industry.In order to help FTX Chongqing refine its core competitiveness,avoid its shortcomings,deal with threats,seize opportunities,and promote its real estate advertising revenue and market share at this stage,this paper puts forward the main ideas of business strategy transformation and upgrading,differentiated competition and other main ideas based on the above analysis,comprehensively investigates the market,plans classic marketing events to enhance brand awareness,creates differentiated products and services,strengthens the research and development of big data precision marketing technology,implements effective sales personnel management and incentives,Fully aggregate specific implementation paths such as industry ecological cooperation.Finally,it is hoped that through the research of this paper,in the new stage of real estate development,it can provide the latest advertising business development strategy research cases for the market,and provide effective suggestions for FTX Group companies in other parts of China in the future development of real estate advertising business.